TRENDS

How agile banks can use data to power meaningful customer experience

Seventy-nine percent of consumers in a recent Accenture survey considered their relationship with their bank purely transactional. If banks can deepen customer relationships—become trusted personal advisors, not simply transaction processors—they can deliver more meaningful engagement, which positively influences loyalty.

Agile banks know what customers actually want, the channels they use and the moments when they will respond to offers. By changing up traditional marketing concepts, they can make themselves relevant and indispensable to customers.

To deliver experiences that attract, engage and keep customers, banks must become more agile—and the place to start is with comprehensive customer data insight to create tailored experiences.

Agile banks have become more granular and dynamic. They forgo large, generic audience segments and focus on data-driven, customer-insight based segmentation to target the right message to the right customer.

Agile banks realize consumers no longer move linearly through the sales cycle; they go back and forth across channels based on their needs. Banks can use data to “walk in the shoes” of their customers, understanding and even anticipating their journeys.

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